Travis Makes Money 696: Jon Picoult | Take Customers from Impressed to Obsessed
To create real, sustainable, competitive advantage you can’t just rely on satisfying the people you work with. You need to impress them.
Jon Picoult is the founder of Watermark Consulting, a leading customer experience advisory firm that helps companies impress customers and inspire employees, creating raving fans that drive business growth. Princeton-trained in cognitive science, Jon has advised C-suite leaders at some of the world’s top companies, spanning Allstate to AT&T to Becton Dickinson. His insights have been featured by The Wall Street Journal, The New York Times, USA Today, The Economist, Inc., NBC News and Forbes.com(where he’s a regular contributor). His landmark study on the ROI of customer experience is one of the most widely cited pieces of research in his industry.
Join in on today’s episode if you want to learn how to take your customers and clients from impressed to obsessed.
Things you will learn in this episode:
[00:01 - 06:35] Opening Segment
- I introduce today’s guest, Jon Picoult
- Jon give us a bit of his background
- How Jon’s experience taught him empathy
- Background in programing and AI
- College pathway
- Going from Comp Sci to the business world
[06:36 - 22:05] Take Customers from Impressed to Obsessed
- Jon talks about his early career
- Learning the emotional resonance of the experience you bring
- Building relationships with advertisers and listeners in the music space
- How you present yourself matters
- Bringing the value before the ‘ask’
- Build and deliver expectations
- Bringing confidence to the table without sacrificing authenticity
- How Jon scaled to consulting high level companies on their messaging
- What is takes for an organization to connect with their audience
- Realize each of your functioning silos
- Getting buy-in from people to align with your vision
- Make sure the metrics aren’t undermining your goal
- You’re customer’s voice is more important than analytics
- Make heroes - show people what ‘right’ looks like
[22:06 - 25:52] Aspire to Inspire - Creating Memorable Impressions
- Key takeaways from Impressed to Obsessed
- Aspiring to satisfaction is mediocrity
- You need to impress
- How to create loyal customers
- Satisfied customers defect
- Memory of the experience is more important than experience itself
- How to get the book - Links below
[25:53 - 30:48] Closing Segment
- Who you know or What you know?
- Idealism vs. pragmatism
- Who you know tends to pull ahead of what you know
- RaNDoM RoUnD
- How to connect with Jon - links below
- Final words
Tweetable Quotes:
“Ultimately, people’s purchase behaviors and referral behaviors are going to be largely influenced not by a logical, rational experience that they’re getting from a business - they’re really going to be influenced by how they feel.” - Jon Picoult
“You have a tremendous opportunity to show people what ‘right’ looks like…” - Jon Picoult
“If you are aspiring to satisfy your customers, then you are aspiring to mediocrity… to create real, sustainable, competitive advantage you can’t just rely on satisfying the people you work with. You need to impress them.” - Jon Picoult
Resources Mentioned:
Want to connect with Jon? You can follow him on Twitter, Instagram, and LinkedIn. Check out https://watermarkconsult.net/ if you want to impress your customers, and inspire your employees.
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